Content on-demand will open more information about customers

Here’s an interesting trend from emarketer on what to expect in the next couple of years on content and data of what & how customers will watch TV and consume entertainment which will become available for analytics &  targeted marketing.

“At eMarketer, we believe TV viewers will watch more, not less, TV content in the future,” says Ben Macklin, senior analyst at eMarketer and author of the new report, TV Trends: Consumers Demand Control. “But they will be accessing and viewing it in different ways from the past.”

eMarketer estimates that by 2012 nearly 25% of all TV content watched each day will be time-shifted, on-demand, on the Web or on a mobile device.

“Video-on-demand, digital video recorders, the broadband Web and 3G mobile phones are giving consumers new ways to access and watch TV,” says Mr. Macklin. This does not spell the end of the traditional live TV broadcast or the traditional 30-second ad break, but TV advertising will need to evolve if it is to keep pace with consumer usage.

“Traditional TV broadcasters and advertisers have little time to wait to reinvent themselves and their organizations to take advantage of the interactive, on-demand and mobile video future,” says Mr. Macklin.


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At Cequity, we believe customer intelligence will be the biggest competitive advantage enterprises will have in the next decade or two. Successful enterprises of tomorrow will be the ones who can organize and leverage this information at speed to optimize their marketing performance, increase accountability, improve profit and deliver growth. Cequity insights will bring to you trends and insights in this area and it’s our way of sharing best practices so as to help you accelerate this culture and thinking in your organization.
June 2008
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